The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
Fox’s Burton’s Companies (FBC) is targeting the autumn seasonal opportunity with the launch of Fox’s Chocolatey Pumpkin Spice Indulgent Creams, bringing the increasingly popular pumpkin spice flavour to the branded sweet biscuit aisle for the first time.
The limited-edition biscuits will launch on 31 August across Tesco Group, Asda, B&M, Heron and Ocado, with an MSRP of £3 for a 122g pack and a promotional price of £2.50.
The new product combines a chocolate-coated shortcake biscuit with a pumpkin spice-flavoured cream centre, featuring cinnamon and ginger notes designed to evoke the flavour profile associated with the autumn season.
FBC said the launch is intended to capitalise on the annual pumpkin spice trend, which generates significant consumer engagement on social media as shoppers mark the arrival of autumn with posts about their first pumpkin spice latte of the season.
The launch represents the third instalment in Fox’s Chocolatey’s trending flavours strategy and is the first time the brand has brought pumpkin spice into a branded sweet biscuit format.
Jo Harwood, chief sales and trade marketing officer at FBC, said pumpkin spice was “one of the most recognisable Autumn flavours”, but had not previously been available in branded sweet biscuits.
“With our track record of bringing trending flavours into the biscuit aisle, we’re confident Pumpkin Spice Creams will drive incremental spend by bringing new shoppers into the brand, and adding category value by giving retailers a compelling seasonal proposition,” she said.
Harwood added that the product had secured five major listings from launch, reflecting what FBC sees as the potential of the seasonal proposition.
The biscuit will remain on sale until December 2026 and will sit alongside Fox’s Chocolatey Matcha in stores.
FBC launched its trending flavours strategy in 2025 with Fox’s Chocolatey Dubai Style Indulgent Creams, tapping into consumer interest in the Dubai chocolate trend. According to FBC, the launch attracted 850,000 new shoppers to the Fox’s Chocolatey brand and generated significant interest in the category.
The company followed the Dubai-inspired product with Fox’s Chocolatey Matcha Indulgent Creams in May 2026, targeting another fast-growing flavour trend.
Together, the Dubai Style and Matcha launches have generated more than £3.4m in sales, according to FBC.
Fox’s Chocolatey Pumpkin Spice Indulgent Creams will be available through Tesco Group, Asda, B&M, Heron and Ocado from 31 August, remaining in market through December 2026.
